Abof, the new fashion portal by the Aditya Birla Group, has plenty for Generation Y

ABOF simply stands for Aditya Birla Online Fashion. In fact the website, launched last month, has abbreviated search options too – where one could look for a certain kind of look like ‘ Jane in the Jungle’ (leading to animal print and safari collections), opt for specific categories like ‘Jackets’ or just go by the brand line up (that includes Abof collections like Next Door Street Punk and Block Party).

“We are targeting the age group of 18-25. We don’t expect them to spend their time browsing the site for select brands. Instead, we will recommend brands and trends to them based on the kind of look they want,” says Ashim Chatterjee, chief marketing officer of the Bangalore-based website. Over 50 customised panels (or ‘stories’, as they call it) can be seen on the site, including some named after current trends, movie stars, cricketers, and so on. For instance the College Essentials category, an indigo sweatshirt for men from Jack & Jones is said to go great with a pair of grey joggers, a white tee and sneakers, plus a wristband for a splash of colour.

Elsewhere, jeans popular in Milan make way through collections by Levi’s, Vero and Deal. There is currently an offer running on first-time purchases, where buyers can avail a discount of Rs,300 on purchases worth Rs.999 and above. There is a separate section for new arrivals, which include biege crop-tops and winter jackets by Abof, casual wear by Puma, sweatshirts by Free Authority and so on. Chatterjee adds that although designer collections are currently being evaluated by the company, they are not to be expected at least in the first year. “That said, new collections will be updated on the site every month,” he concludes.